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Director of Sales

Property: Holiday Inn – Winchester, VirginiaDepartment: Sales & MarketingReports To: General ManagerLocation: Winchester, Virginia

Position Summary

The Director of Sales is responsible for leading the sales strategy and revenue generation efforts for the hotel. This role develops and executes sales plans to maximize occupancy, ADR, and total revenue through corporate, group, leisure, and local market segments while maintaining strong relationships with clients and community partners.

Key Responsibilities

Sales Strategy & Revenue Generation

• Develop and implement strategic sales plans to achieve revenue and occupancy goals.

• Identify new business opportunities in corporate, government, association, and group segments.

• Drive room revenue, meeting space utilization, and ancillary revenue.

• Monitor market trends, competitor activity, and pricing strategies.

• Collaborate with revenue management to optimize pricing and distribution strategies.

Account Management

• Maintain and grow relationships with key corporate accounts, travel managers, and meeting planners.

• Conduct outside sales calls, site tours, and client presentations.

• Negotiate contracts and manage group bookings from inquiry through completion.

• Ensure excellent service delivery to secure repeat business.

Team Leadership

• Lead, coach, and motivate the sales team to achieve individual and departmental goals.

• Set performance expectations and conduct regular performance reviews.

• Coordinate with marketing, front office, and operations teams to support sales initiatives.

Marketing & Brand Alignment

• Work with corporate marketing to promote the hotel through digital marketing, social media, and local campaigns.

• Represent the hotel at industry events, trade shows, and community organizations.

• Ensure brand standards are maintained in all sales materials and promotions.

Reporting & Analysis

• Prepare and present weekly, monthly, and quarterly sales reports.

• Track sales performance, pipeline activity, and revenue forecasts.

• Manage sales budgets and expenses.

Qualifications

Education

• Bachelor's degree in Hospitality, Business, Marketing, or related field preferred.

Experience

• 3–5+ years of hotel sales experience.

• Previous leadership experience in hospitality sales preferred.

• Experience with IHG systems and brand standards is a plus.

Skills

• Strong negotiation and relationship-building skills

• Excellent communication and presentation abilities

• Knowledge of hotel sales systems (Delphi, Opera, or similar)

• Strong analytical and forecasting abilities

• Ability to lead and motivate a sales team

Key Performance Indicators (KPIs)

• Revenue growth and market share

• Occupancy and ADR performance

• Group sales production

• Client retention and new account development

• Sales team performance